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What happens when your latest models aren’t moving? It’s not just about having a good marketing campaign and providing friendly service to your customers. You may not be stocking the correct vehicles at your dealership. You may lose customers if you do not have the cars they want.
The majority of people don’t want to travel far to buy a vehicle, so they choose to purchase it at a dealership. Every city has its unique people, each with their tastes in cars. Due to the high cost of a car, most customers have a specific vehicle in mind and don’t want to negotiate. It would be best if you stocked your vehicles based on your local demographics. How can you determine the demographics of the customers you serve so you can store the correct cars?
Google Analytics is an excellent tool to use when determining the best vehicles for your dealership. Google Analytics has a mechanism for demographics and interest that allows you to view detailed information on the visitors to your website. You can create advanced segments for more detailed information about the users who visit your dealer website. Google Analytics is a powerful tool that offers many features. Today, we will focus on Audience and Behaviour.
Implementing Google Analytics on Your Website
You’ll need to set up Google Analytics for your website if you haven’t done so already. Setting up your account is free and simple.
Sign up for a new account or create one and set up your website under it.
Create a reporting page for your website.
Add the Analytics tracking code to your website. You’ll want this code to be placed right after the opening header tag on every page.
Click here for more information.
How to use the Audience section of Google Analytics
What are the people who live in your area that are interested in buying a car? You can collect information about people looking to purchase a vehicle from your dealership using the Audience section. You will want to activate a feature called Demographics and Interests. This collects data on people who visit your site, such as age and gender.
You can also collect information by categories like affinity categories, market segments, and others. You can then use this information to create a marketing strategy.
Google Analytics Behavior Section: How to Use
Google Analytics will provide you with information about each Vehicle Detail Page. Be sure to pay attention to bounce rates, the average time spent per page, and the number of views. Bounce rate is the percentage of users who visit a webpage and leave without engaging with it. The data will tell you the following:
The number of pages viewed may be a sign that there are more people interested in the vehicle.
The more time users spend on the VDP, the higher their likelihood of purchasing that vehicle.
If you see a higher bounce rate, it could mean that something is wrong with the page.
Additional Demographic Research
If you want to get more accurate results, you can use the information you already have, like the age and gender of the people who visit your website or the most popular cars. Look into the car-buying trends of shoppers who fit those demographics and research automotive market trends. Also, find out why certain cars are more popular. It is not always free to obtain this information, but the long-term benefits can be worth it.
